MUTAO Road community park is located at the intersection of Mutao road and Kunlun Avenue, with a total planning area of about 24000 square meters. It is a demonstration project of pokan cliff greening and beautification in Liangjiang New Area in 2021, benefiting more than 10000 residents in the surrounding communities.

In terms of layout, the park plans four zones: Yuecai garden, yuebu garden, Yuexiang Pavilion and roadside green space. Through the undulating terrain design, the park forest belt is connected with a winding jogging path to create an exclusive leisure and amusement area for people of all ages.

The biggest feature of the park is the ingenious combination of railway tracks and the park, so that the surrounding residents and tourists have a rest place to enjoy the scenery and “watch the train”. When the flowers bloom in spring, Meimei on both sides of the railway will open to create a characteristic landscape of “train to spring”.

In terms of site construction, the park uses the original large slope in the site, uses garden means to replace large-area lattice retaining wall, and integrates scenes such as “shallow grass landscape wall”, “leisure corridor frame” and “special-shaped corridor frame”.

When you enter the park, you will see the particularly bright colored concrete pavement. In the distance, a 500 meter runway winds up, and all kinds of leisure seats and fitness equipment are available for citizens to relax and rest. Further on, you will find the children’s leisure area, which is the “holy land for walking children” in MUTAO Road community park. The slide, children’s sand pool and rock climbing area in the area are very popular with parents and children.

In the warm sunshine, children may dig sand and build castles with small shovels; Or feel the speed and happiness downstream along the slide, and wantonly enjoy the good childhood. Mr. Xiong, who lives in yutiejiayuan community, only needs to walk 10 minutes from home to the park. In order to have a good sunny day in recent days, he will take his granddaughter to the park for a few rounds every day. “I’m very happy. After there is more park at the door of our home, it’s very convenient for us to relax and exercise.”

In addition, the park is also equipped with leisure corridors and lawns, where surrounding residents can relax and feel the “green oxygen bar” at the door of their home.

Since the opening of MUTAO Road community park, it has become a good place for surrounding residents to relax. The predecessor of this park is a wasteland full of weeds.

In 2021, the construction of green garden center will be started to improve the ecological quality of the surrounding communities, and the construction of green garden center will be started on Tianmu Road to improve the ecological quality of the surrounding communities. In view of the high population density around, the Park focuses on the optimization and integration of the park’s functional layout, and focuses on the use needs of the elderly and children, so as to build a community park integrating rest, play and light sports.

Today, mutaolu community park is another leisure park in tiangongdian street after tiangonggong Park, Yueliangwan community park, Xingguang community park, longtousi small park, Tiangong small park and Tianfu Road Street Park. More and more residents of tiangongdian street have realized their desire to “visit the park at home”.

Over the years, Liangjiang New Area has insisted on giving priority to ecology, relying on the ecological background of “half landscape and half city”, combined the optimization of stock and the improvement of increment, and made great efforts to build a park city of “city in the park, park in the city and city park integration”.

Tiangongdian Street will implement the requirements of the “Park leader system” in Liangjiang New Area, so as to be responsible, efficient and effective in guarding the land, return more green to the residents, and let the residents in the area enjoy the ecological beauty of the city in the forest, home in the park and people in the green.

If you can, where do you want to change in the first round of meacha?

“Change the score. Liverpool are very strong and they have a deep history. Given the performance of the first leg, we will try to make it difficult for them this time.”

How to deal with such a dangerous trident of the Red Army?

“I’ve played against Ronaldo, Benzema, vinysius. Salah, Manet and jotta are very strong, but the rest of Liverpool are also strong players. We need teamwork. For people like me, playing on this stadium will help me raise my awareness.”

Will being a father give you new motivation?

“The excitement of being a father is unique. Having a family will bring you peace, which will make you easier on the pitch.”

What will it feel like to come to Anfield stadium?

“It will be very exciting. I have experienced Wembley Stadium and it brings us luck.”

Did the war with salenitana end the inter crisis?

“There is no end to any crisis, because there is no crisis. We are a solid team and we trust each other. There is no ‘bad apple’ in the team, which is the most important. 5-0 proves our confidence.”

Look at the Red Army’s attack. Are you under pressure?

“If you feel stressed and scared because of several games, maybe you should change your job. I can’t wait to play this game at 9:00 tomorrow night (4:00 a.m. the day after tomorrow).”

What do you think of gossens at apiano base in recent weeks?

“I’m glad he’s back after Bergamo. He needs time to get back to his best. He realizes that he has come to a great club. We hope to see a full form gosens as soon as possible.”

In the eyes of DEA shares, proving love requires not only a marriage certificate, but also a Dr diamond ring and a supporting true love agreement.

Perhaps many people think that this materialized love seems childish. But it was by selling these “only one” diamond rings and a “true love agreement” that needed to be signed by both sides that DEA blew a new outlet in the jewelry industry and made a lot of money in the business of young people.

Gold jewelry was originally an old industry that couldn’t be more traditional. From Laofengxiang, a century old store that specializes in gold jewelry, to the rising jewelry brands of “Zhou family”, and then to the trendy chaohongji and mancaron. Gold jewelry brands emerge one after another, but from the perspective of product type and brand positioning, there is not much change in essence.

At present, the pattern of the jewelry industry is solid: the old brands have a stable customer base and business situation (as well as stable stock price and valuation), foreign high luxury, such as Cartier and Tiffany, have a strong occupation of the high-end market, and there is little room for new brands to survive.

However, DEA shares were born cross-border under this situation, and has developed rapidly in recent years. From management consulting to cross-border entry into the jewelry industry, DEA has exceeded the total market value of time-honored jewelry brands such as Lao Fengxiang and Zhou Dasheng in just ten years, and all indicators rank first in the industry.

Under the environment of product homogenization, DEA’s business focus is actually marketing. Focus on the differentiated positioning and marketing of “love” and “only”, so that it can obtain an ultra-high gross profit margin of 69.37% without paying too much R & D investment and cost investment in products in the past few years.

As a new brand, Dr is developing vigorously, and its high outlook is also reflected in the stock price and market value. In December 15, 2021, the day of the first day of listing was opened at 162 yuan, the price earnings ratio was over 100 times, and its market value exceeded 66 billion, but the bubble was also rapidly generated. After halving the share price, DEA’s P / E ratio is still about 30 times, more than twice that of its peers such as Lao Fengxiang and chaohongji.

Share price performance of DEA shares (since listing)

After the stock price halved, DEA began to have some reversal momentum. Compared with the initial valuation stage of more than 100 times, the market recognition seems to be gradually picking up.

01 abandonment repurchase rate

The formation of gold jewelry brand itself takes a long time, which tests the brand’s perception of consumer demand and the market’s recognition of the brand.

Different from other traditional industries, most of the products of gold jewelry industry need brand support.

The popular head brands represented by Chow Tai Fook and Lao Fengxiang have a larger and more comprehensive product system. With decades or even hundreds of years of history as endorsement, the brand has a huge consumer group and mature channels, occupying a favorable market position.

In contrast, niche differentiated jewelry lacks brand recognition, and the audience is relatively narrow. It is really difficult to compete with old guns on the old battlefield.

Only make diamond rings and sell “true love concept”. Relying on the differentiated brand culture and the accurate positioning of first-line and second-line young groups, DEA quickly opened the situation. It can be said that DEA received the dividend of the times.

The Dr official website supports querying the binding information between the buyer and the donee

High profits and high valuations show the success of DEA at the operational level, but the rapid halving of the share price suggests the hidden dangers of the development of DEA and Dr brands to some extent.

The purchase rule of “only one person for a lifetime” of Dr diamond ring means that the same customer has little re purchase demand for Dr similar products. According to the prospectus data, in 2020, the sales revenue from purchasing once a year accounted for 93.32% of the total revenue, while the sales revenue from purchasing twice, three times or more a year accounted for 6.06% and 0.62% respectively.

Focusing on the product positioning of the wedding ring market, coupled with the small number of SKUs, means that Dr needs to continuously accelerate the development of new customers and spend a lot of marketing costs, accounting for 29.6% of the sales expenses. These marketing are usually diverted to offline stores to complete consumption.

In contrast, in recent years, relying on the mode of high-frequency and high repurchase, Zhou Dasheng has quickly opened up incremental space. The year-on-year growth rate of revenue in the first three quarters of 2021 is higher than 66%. In the cloud store built by chaohongji, 40% of the sales also come from re purchase.

In DEA’s business model, repurchase is abandoned.

02 price true love

Relying on “selling true love” to get out of the circle is an elaborate hunger marketing?

With the product positioning of “only one person can be given away in a lifetime” and “Dr can only be bought by men and given to women”, DEA plays an emotional card to capture young consumers, especially young women.

It is understood that among the order revenue of the company with ID information, the order revenue using resident ID card accounts for more than 99% of the total revenue. It is not difficult to see that customers who choose to buy basically default to the rules of the game, or even come for the rules of the game.

A consumer told cnchao that “jewelry originally had higher cost performance products, but many people were driven by marketing to buy more expensive products”. Goods that should be measured by quality were artificially added with “emotional measurement”, which felt like diamond rings “kidnapped” love.

But there are also many consumers who choose to accept this kind of “kidnapping”, and the marketing investment has contributed a lot.

The advertising campaign makes consumers more identify with the potential value of Dr diamond ring. Dr diamond ring has its own halo of true love, which has become an important part of the moat of DEA brand. Even, DEA can “price true love”.

Combined with the cost situation in recent years, the proportion of DEA’s cost on diamonds decreased from 61.77% in 2018 to 45.72% in 2020, while the cost of H1 diamonds in 2021 accounted for only 40.28%. On the contrary, the proportion of entrusted processing costs and other expenses (including mailing fees and packaging fees) has increased year by year, greatly exceeding the cost of diamonds. Among them, the diamond cost of marriage ring accounts for only 2.96%, and the “entrusted processing cost” accounts for 94.30%.

It is worth mentioning that DEA adopts the sales model of “production based on demand”, coordinates the entrusted processing suppliers and diamond suppliers in the supply chain, and creates a light asset model, so as to achieve low cost, low inventory and high turnover.

The brand image created by DEA is very suitable for creating limited edition products, and creating scarcity through limited and restricted products,